RABIA GUPTA
Landmark projects: Good Earth, Crossword, Forest of Chintz, Blue Frog, Times Of India, Sula, The Bay Club, Teach for India, and Abraham and Thakore, among others.
G: Your most memorable project?
RG: It’s difficult to choose, so I’ll pick three. The strategy and identity for Good Earth in 2005 is a personal favourite. At its time, our design approach recognised the maximalist nature of the brand even before this term was coined, and we leaned into the founder’s vision and understood the universe of luxury lifestyle she was trying to build. Then would be positioning and packaging for TP Sangria in 2015, which is memorable because the solution hinged completely on one single behavioural insight: “Young women drank in order to fit in, and be perceived as hip…” That was the cornerstone of the experience. Using flip top pint bottles clad with rich graphic skins, the bottles were accessories that were fitting extensions to the young women we were addressing. The packaging positioned the wine cocktail in a young, relaxed space. The third one is a recent one: Brand identity for Abraham and Thakore in 2022. This rebranding exercise was another first. In a world of reductionist, and mostly san serif word marks, this definitely was an aberration. One that we fought for, and worked hard to make possible
G: What’s a change you’ve observed in your industry in the recent past?
This story is from the March 2023 edition of Grazia India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the March 2023 edition of Grazia India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
NEW ROLE, NEW RULE
As the first Indian woman to win two Michelin stars and a new mother, chef Garima Arora shares her recipe to a well-rounded life full of flavours, tradition, and ambition
HUMBLE HERITAGE
India’s multicultural facets and diverse approach to food, fashion, and life has inspired many, and this brand is paying the ultimate tribute to the country
CLEAN SLATE
What are the beauty secrets of Gen Z representative Khushi Kapoor, the firstever ambassador of a much-loved Korean beauty brand?
PORE PERFECTION
What is oil gritting and why is everyone talking about it?
ELEVATING QUIET LUXURY
This Italian fashion house is consistent in its efforts to make subdued luxury look cool
A LOVE LIKE THIS
After a picturesque show that got everyone talking, Amrita Khanna and Gursi Singh of Lovebirds speak about their new collection
SOME KIND OF BRILLIANCE
How do you detail a sparkling four-decade long career journey in a half-hour chat? By uncovering the things that matter the most: A passion for design, a love for gemstones, and a dream of wanderlust. In what is probably her 40th visit to the country for Bulgari’s A Roman Holi gala), Lucia Silvestri, Bulgari’s Creative Director, talks to Grazia about the things that she holds closest
STRAIGHT-TALKING
Going beyond being a nod to tradition, embracing our heritage is an exploration of timeless craft, details Monica Shah of luxury label JADE
Label ALERT
This month, form and fabric shape different philosophies on dressing
YOUNG CONNOISSEURS
Meet Rudritara Shroff, the 16-year-old who brought together revered names in Indian art to create artworks that aid neonatal growth